Commercial Integrator + Security Sales September 2024 - 72

BETWEEN US PROS by Scott Goldfine
Become Known by the Company You Keep
COUNTLESS TIMES THROUGHOUT my career, I have been
called upon to provide an overview of the electronic
security industry. The recipients of that information have run the
gamut - from new hires just starting their professional lives to
experienced people making a career change to investors to other
trades to the media to consumers. I enjoy being able to enlighten
them about our wonderful business - from its noble purpose to
safeguard people and assets, to its exciting technologies and
innovative solutions, to its amazing opportunities and bright
future, to the driven, high-character folks who compose it.
Security's Complexities and Nuances
That process always reminds me of security's complexities and
nuances: how it operates differently from many other fields, how it
typically takes time to become familiar
with many of the key players and
how it takes at least a year for everything
to " click. " There are seven essential
elements to convey: 1) historical
context and current market metrics;
2) an explanation of how the channel
flows; 3) examples of prominent manufacturers,
distributors, monitoring
centers, alarm dealers and systems
integrators; 4) a summary of devices,
systems and capabilities; 5) knowledge
of important trade associations;
6) key shows and conferences; and 7)
leading trade publications, including
SSI, that can aid in learning and
keeping up with it all.
I want to concentrate on the fifth point here: trade associations
culture is sound and you treat your employees fairly, loyalty will
prevail. Think of belonging to an association as keeping your
friends close and your enemies closer!
I have witnessed firsthand
through decades of
observation how a great
many of security's most
successful executives
(including lots of SSI
Industry Hall of Famers)
and companies are active
in the trade associations.
and their utility. Some company owners and managers do not
see the value or return on investment in paying annual dues so
they can belong to a trade association. Perhaps they believe they
know it all and/or maintain that they don't have the time to spend
participating in the activities of such an organization. Still others
might be put off by fraternizing with real or perceived competition,
or they might worry about other firms poaching their
employees who attend meetings or training sessions.
Yes, it does require some investment of money and effort. And,
yes, the payoff may not be as straightforward as signing a new
customer. However, the adage that you get back what you put in is
spot on when it comes to participating in these groups. There are
both overt and intangible benefits aplenty.
As for competitive concerns, they tend to fade into the background
in the name of the common good. And if your company
Not a Coincidence
I have witnessed firsthand how a great many of security's most
successful executives (including lots of SSI Industry Hall of
Famers) and companies are active in the trade associations. The
knowledge gained is power, and the networking and connections
made are golden. Plus, there is a higher degree of personal
fulfillment gleaned from giving back to the industry, contributing
to its advancement and fostering success for all.
What follows is a basic guide:
Electronic Security Association (ESA; ESAweb.org): Join if your
company sells, installs or services
systems.
The Monitoring Association
(TMA; TMA.us): Join if your company
monitors installed systems.
Security Industry Association
(SIA; SecurityIndustry.org): Join if
your company supplies security
devices or software; also recommended
for any security business.
PSA Network (PSA; PSAsecurity.
com): Similar to a trade association;
join this co-op if your company
specializes in systems integration.
American Association for Industrial
Security (ASIS; ASISonline.org):
Join if you are a commercial security
end user; this is of value to any security professional, too.
Invaluable Information
Those are all national (in some cases, international) organizations.
For those north of the border, there is the Canadian Security
Association (CANSA). Perhaps even more important for installation
and monitoring providers is participating in state and local trade
associations. These are the circles in which invaluable information
is exchanged, crucial lessons are learned, lucrative deals are made,
key partnerships are struck and lifetime friendships are forged.
That said, joining is not enough. You, your company and its
people must engage. SSI
Elite Interactive Solutions' marketing director, SCOTT GOLDFINE, is
an SSI Industry Hall of Famer who spent 25 years as Security Sales &
Integration's editor-in-chief. He can be reached at sgoldfine@eliteisi.com.
Commercial Integrator + Security Sales & Integration, (USPS 005-160) (ISSN 2994-1881), Vol. 14 No. 8, is published monthly and bi-monthly in Jan/Feb and Nov/Dec by Emerald X, LLC., 100
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Floor, New York, New York 10005, 800-440-2139. Commercial Integrator + Security Sales & Integration is a registered trademark of Emerald X, LLC. All reproduction, including
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72 Commercial Integrator+Security Sales & Integration | September 2024

http://www.ESAweb.org http://www.TMA.us http://www.SecurityIndustry.org http://www.ASISonline.org

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